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Destination

Our client, the market leader in the wafer biscuit category (Wafer X) was looking to tap into the youth market while moving away from the conventional TV commercial. We wanted to evaluate the effectiveness of sponsoring high profile programmes.

Platform

We suggested that Wafer 'X' sponsor Indonesian Idol 2006, a music/talent search competition that is one of the highest rated programmes among young people.

Design and delivery

We worked on a sponsorship proposal and strategy with the broadcaster and used consumer research to evaluate the programme's effectiveness. Two research tools were used: Oscar, a MindShare Insights proprietary tool that quantifies the value of branded content and weighs its value versus the traditional TV spot and Repucom which measures the duration of each brand's exposure within the programme.

We also suggested that Wafer X was placed on the judges' table but our client didn't think it was worth the investment. Our research later proved this wrong. We carried out other activities that extended beyond TV, for example product sampling events, merchandising and advertorial media coverage, which increased Wafer X's brand association with the show.

Evaluation

• Wafer X's market share went up from 27% in 2005 to 33% at the end of the 2006 Indonesian Idol sponsorship.

• Top-of-mind association, image, purchase intention and personality improved in each of the three studies which took place during the programme's run.

• Our research proved that most recalled content was for brands on the jury table. To improve ROI, Wafer X decided to buy a position on the judges' table and will be sponsoring Indonesian Idol again in 2007.